The Role of Advertising in Domestic and Global Environments
Presented by Darryl & Lu Lu
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Outcomes to be Attained Point 1: Explanation of Advertising in Domestic & Global Context Point 2: Evaluation of Effectiveness Point 3: Assessment of Different Advertising Methods Point 4: Role of Advertising for Three UK (H3G) Point 5: Should We Use Advertising to Develop Brand Value and Associated Attitudes?
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Advertising in Domestic Backgrounds
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Television
99% of Households Own a Television Set
Clear Message
Demographic Audience
Credibility
Developing a Specific Image
Establish Presence
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Radio Radio
Relatively Little Expense Can make the adverts frequent and consistent Far quicker to create Localized
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Newspapers and Magazines
• Large demographic audience, wide choice • Inexpensive • Various rates & sizes of adverts
• Compared to Radio and TV, it’s cheap • The advert could have an offer only available from that Magazine / Newspaper
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Retail
Tangible High Street Presence Another Outlet
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Advertising in Global Backgrounds
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Advertising in Global Backgrounds
Cultural and socio-economic constraints Adapting the product and brand for the market Culture and Ideology
Needs of the local market (different demographics)
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The Role of Advertising for Three UK (H3G)
Advertising is important.. Getting the message out there Introduction of new products and services
Use of varied advertising methods “We Pay”
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The Role of Advertising for Three UK (H3G)
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The Role of Advertising for Three UK (H3G)
Advertising needs to be responsive Special Offers have no other way of getting attention Telecommunications industry is competitive
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The Role of Advertising for Three UK (H3G)
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The Role of Advertising for Three UK (H3G)
Advertising entertainment is important Showcasing best choice 3 core advertising parts..
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The Role of Advertising for Three UK (H3G)
3 Advertising Core’s Communications – including all forms of personal communications, voice and video calling; text, picture and video messaging; and mobile blogging Entertainment – including television, music audio and video, computer games, and media publishing Information services – including wireless web, access to the best of the internet and a range of news services
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The Role of Advertising for Three UK (H3G)
Evaluation
Advertising is crucial
Industry demands high levels of advertising
Follows an order
Highly Organized
Could not have any impact without it
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Should We Use Advertising to Develop Brand Value and Associated Attitudes?
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Should We Use Advertising to Develop Brand Value and Associated Attitudes?
Tangible Benefits - Competitive Pricing - Entertainment & Service Portfolio Directing an Experience
- Fun
- New
- Exciting - Vibrant - (Red Bull Example) Overall Brand Image - Clean Image - Established Recently, Little Bad History
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Should We Use Advertising to Develop Brand Value and Associated Attitudes?
Brand Loyalty Schemes - Loyalty to Three, Stick with them and you will get rewards - Pay Back Schemes - Continued new services and products - New rewards all the time - Fair pricing
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Should We Use Advertising to Develop Brand Value and Associated Attitudes?
Evaluation Brand value is a good outcome from advertising Three have created a Brand value through their targeted advertising Benefits that customers get, extend to create benefits for the company
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Questions
Answers